What is marketing psychology? Introducing 11 techniques and how to use them

If you prohibit or limit actions or things, such as “Do not enter from here” or “Do not look if you are not interested”, people will be deprived of freedom and feel stress.

The reaction to that stress makes us want to break what is forbidden.

For example, on the introduction page of a beauty product, have you ever seen the statement, “Please do not use this product unless you are concerned about dry skin,” and this has conversely piqued your interest?

Caligula effect can be expected not only by prohibiting but also by restricting.

For example, by stating “This is a limited-time product” or “Sorry it’s sold out”, it has the effect of making you want to take action against the restriction.

Windsor effect

The Windsor effect is a psychological effect that makes people more likely to trust evaluations given by third parties than those who are directly involved.

Even if a person who is in charge of sales at your company says, “I won’t lie, so please don’t worry,” or “This product will be useful to you,” you may not only be dissatisfied with what they say, but even doubt it. I think there is.

However, evaluations from third parties who have no conflict of interest with the person concerned, such as, “That person is a sincere person, so I feel relieved,” or “Thanks to this product, I am very saved,” are more likely to be trusted.

There are many cases where “customer’s voice” is listed on the sales page of the product, but it can be said that this is also a measure in anticipation of the Windsor effect.

Affordance effect

Affordance effect is a psychological effect that leads to behaviors and ways of thinking experienced in the past.

It comes from the English word afford, meaning “to offer”.

For example, add a decorative doorknob to your sliding door.

Many people have the perception that “doorknobs can be opened and closed by pushing or pulling”, so when they see a doorknob, they will push and pull.

Of course, it’s a sliding door, so you can’t actually open it. We are bound by preconceptions and act accordingly.

A common example is blue underlined text on websites.

Even though there is no particular explanation, many people may be aware that a blue underline means that clicking on it will take you to the link destination.

Ideas used on famous sites, etc., become part of our memory and serve as materials for making decisions in our actions.

Even in the content on the website, if there are hints that can bring out the affordability for users, it can lead to the intended usage.

Reciprocity principle

The principle of reciprocity refers to behaviors that make us feel that we must return something when we receive kindness from others or feel indebted to us.

The age-old saying, “Your deeds go round and come back to you,” exemplifies this principle.

As a familiar example, when a store clerk recommends a sample to you at a sales corner while shopping, and after eating it, you feel that you have to buy it because you have eaten it for free, and then purchase it. is the effect of

The reciprocity principle can be used even more effectively by making it feel special, just for you.

For example, in the case of coupons, if you add a special message, customers will be more likely to want to use the coupon, and you can expect them to use the coupon to shop.

Barnum effect

The Barnum effect is the psychological effect that makes you feel like you’re really getting your point across, even if it’s something that applies to everyone.

It’s an extreme example, but the ambiguous phrase, “You’re worried right now, isn’t it?” would fit most people’s situations.

I think that every person has one or two worries.

However, the person to whom the words are spoken feels that they understand their situation, and recognizes that the content applies only to them.

In order to make use of the Barnum effect, “preconditions” are important.

I think anyone would be confused if a stranger said, “You’re worried right now,” without warning, but what if this was a horoscope teacher’s statement?

I think you may feel a little like “I’m being seen through my heart”.

Let’s add some more conditions. If the horoscope teacher can add information that narrows down the individual, such as “Those born in December, Sagittarius, type A, and 30 years old are at an easy time to worry,” it will be easier to believe that it is you.

As shown in the example, the Barnum effect is a technique often used in fortune-telling, but it can be said that it is often used in sales in business settings.

An effective technique is to think about the problems that everyone may have in advance, and present them in advance to make it easier to gain their trust.

anchoring effect

The “anchoring effect” is that the impressive information obtained at the beginning influences the subsequent decision-making and draws a conclusion close to the information obtained at the beginning.

A common example is shopping prices.

Suppose that a product whose market price is unknown is labeled as “70% off the regular price of 10,000 yen for 3,000 yen!”

Then, I think some people think that it is a good deal to buy it for 3,000 yen even though it costs 10,000 yen.

In this case, the actual judgment is pulled by the numerical value of “70% OFF”.

Even if the market price of the product is 3,000 yen, if you do not know the fact, you will feel that the discount itself is a good deal.

The above is an extreme example, and please note that unreasonably raising the price before the discount may violate the Act against Unjustifiable Premiums and Misleading Representations.

diderot effect

The Diderot Effect is a psychological effect that makes you want to purchase products that match or are related to a new ideal product that comes into your living environment.

The Diderot effect is often used in furniture.

For example, let’s say you bought a new table.

If you like this table, you may want to use the design as a base to create a sense of unity in your interior.

In this way, the desire to buy chairs, sofas, beds, etc. in addition to tables is due to the “Dederot effect”.

Another example of the Diderot effect is the smartphone game Gacha.

It can be said that the Diderot effect is demonstrated when you don’t want to miss attractive new characters in a game that you have spent a certain amount of time playing.

Veblen effect

The Veblen effect is the phenomenon that the higher the price of a product, the higher the customer satisfaction.

Expensive and well-known branded products will stimulate the desire to show off and be seen as a great person, and we can expect an increase in demand.

For example, luxury brand watches are more popular than cheap ones, even if they have similar functionality and design.

But the Veblen effect doesn’t just mean setting a higher price.

Because it is necessary to stimulate the desire to show off, it is necessary to show off and be effective, that is, socially recognized.

zion effect

The effect of increasing favorability and evaluation by repeatedly coming into contact with people and things is called the “Zion Effect”.

In addition to people and things, it also happens to things that appeal to the five senses, such as music, art, taste, and smell.

In some cases, even if you have never been interested or interested in something before, you will feel a sense of intimacy by repeatedly coming into contact with the information, and your favorability will increase.

A familiar example is “advertising”. By watching TV commercials and Internet advertisements over and over again, you may naturally become interested in them.

However, if the first information received is negative, repeated contact may strengthen the negative feelings and avoid it.

In order to demonstrate the Zion effect in advertising, it is important to make a good first impression.

Snop effect

The “snop effect” refers to the fact that the more a majority of people own an item, the less attractive it is, resulting in a decrease in demand, while the lesser number of people own an item, the more attractive the item is, resulting in an increase in demand. Says.

A common example is when you run into someone who is wearing the same clothes as you, and then you don’t have as many chances to wear them, no matter how much you like them.

A typical marketing method that makes use of the snoop effect is to launch an advertisement such as “limited quantity”.

You can appeal that people who can get it are limited, increase the rarity value, and stimulate the willingness to buy.

Shochikubai law

If there are three plans for one service, most people choose the middle plan, which is called the “law of bamboo and plum”.

The reason why more people choose the intermediate plan is that people tend to prefer stable choices over extreme and uneasy choices.

If you choose the cheapest plan (Ume), you will think that you will only receive cheap services that match the price, and if you choose the higher plan (Matsu), you may doubt whether the price is fair or you may not be satisfied with the price. The psychology of not working.
Therefore, we choose the intermediate plan “Bamboo”, which does not expect a large return but has a low risk.